The insight: It’s not about how much your product engages with the customer. It’s about how much your product allows your customer to engage with other people.As Kathy Sierra says in her brilliant post, “Success no longer has to be a meritocracy (or advertocracy), today it’s just as much a loveocracy.”

(And as Gavin is no longer within taunting distance from my desk I can only assume that we’re posting on the same diagram as an example of BSP. I found it among the fab resources at the Planner Wiki).

I find myself thinking how digital content ‘lives’ in the minds of consumers, by fulfilling a promise of the brand and making it tangible (‘the position’), and I’m loving the way the two diagrams can talk to each other :

I’ve continued to mull over the models for approaching brand communications that I posted about just the other day. And Dave made a great request; that I better define and explain the models I’m working with and, more importantly, that I use Leg…